In celebration of the Design Week Philippines (DWP), the Center for International Trade Expositions and Missions (CITEM), the export promotions arm of the Department of Trade and Industry (DTI), staged an interesting series of events and design installations that spurred creativity and innovation in the 61st edition of Manila FAME, the country’s premier design and lifestyle event slated at the SMX Convention Center last March 13-16, 2015.
One of the features of DWP was CITEM’s collaboration with the Max’s Group of Companies. The idea of the Max’s Group of Companies to bring its brand to DWP came about with the company’s support of Philippine design and ingenuity.
This is the company’s first time to do a creative collaboration with CITEM in support of design and innovation. Its participation in the event created an opportunity for the Max’s Group of Companies to talk to new markets unfamiliar to the brand.
Carrying the campaign #SarapToDesign and call to action of “#SarapToDesign…anong i-de-design mo,” the Max’s Group of Companies collaborated with WeeWillDoodle, the Philippines’ premier doodle and illustration art group composed of fine young artists, which allowed the youth to challenge the limitations of creativity.
The idea was to put up blank spaces (3D Max’s logo and freedom wall) in the exhibition area where the group WeeWillDoodle and Manila FAME guests doodled and expressed their thoughts, making Max’s area highly interactive.
The campaign #SarapToDesign was aligned with the Max’s slogan “Sarap to the Bones.” It promoted the company’s goal not just to offer good food but to allow the brand to engage in activities relevant to the millenials. Likewise, the campaign encouraged guests and participants to create, collaborate, and engage through doodling and design.
After its successful collaboration with Manila FAME during the show’s 61st edition, Max’s Group of Companies’ Director and Vice President for Marketing Jim Fuentebella is open for another partnership with CITEM in the future.
“We would like to advance Max’s by partnering with the country’s emerging designers to showcase the Filipino craft in different hotels and restaurants owned by the company. Through Manila FAME and Design Week Philippines, we were able to meet a wide roster of talents who can work with us in developing our architectural and fixtures requirements,” said Fuentebella.
Design Week Philippines is a multi-faceted platform that brings together creative visionaries from diverse backgrounds and disciplines in a series of programs and events that celebrate design and artistry. Proclamation No. 277, signed by President Benigno S. Aquino III on 20 October 2011, declares the third week of March and October of each year as Design Week Philippines.
Positioning the Philippines as Asia’s design destination, Design Week Philippines fosters connections between creative industry practitioners and design enthusiasts in an interactive sharing of knowledge, ideas, and trends. It has become a national agenda that nurtures the creativity and design capability of the Filipinos to usher in trade opportunities.
Different nationalities, sensibilities, and cultures meet in the 61st Manila FAME as the Center for International Trade Expositions and Missions (CITEM) continues to accept foreign exhibitors in the 61st edition of Manila FAME.
“With the success of the previous October edition of Manila FAME, we are confident that the inclusion of a partner country in this year’s March edition will yield a very good turnout as well,” said Rosvi Gaetos, executive director of CITEM.
Manila FAME first opened its doors to foreign exhibitors last October 2013. Originally exclusive for the October edition, this March’s edition of Manila FAME will feature exhibitors from its partner ASEAN country: Indonesia.
Indonesia will be joining Manila FAME for the second time with their Fashion and Home Décor. Listed by Indonesia’s Trade Ministry as one of the top industries providing export profits, Indonesia’s Fashion Industry is now gaining global attention mostly for their unique collection of batik and Muslim wears.
“Buyers can look forward not only to the products but also to the history, culture, and heritage these items carry,” added Gaetos. CITEM’s Executive Director might as well have referred to the stories these products tell and take with them. Each product, each story – creates an experience.
Slated at the SMX Convention Center on March 13-16, 2015, Manila FAME is a bi-annual showcase of craftsmanship, design innovation, eco-sustainability, and artisanship in Philippine products. It features selected furniture and home furnishings, holiday gifts and décor, and fashion accessories designed and crafted in the Philippines for the global market. It is the second longest-running trade show in the Asia-Pacific and the only trade event in the country that is approved by the Union des Foires Internationales (UFI), the Global Association of the Exhibition Industry.
The Department of Trade and Industry and its export promotions arm, the Center for International Trade Expositions and Missions (CITEM), believe that the next generation of designers will help sustain the competitiveness of Philippine industries. Through Red Box, an ongoing program, young designers are continuously nurtured and honed by providing a platform to explore design ideas, work directly with exporters, interact with a global buyer audience and present their collections in Manila FAME, the country’s premiere design and lifestyle event.
For the upcoming Manila FAME on 13 – 16 March 2015 at the SMX Convention Center, Mall of Asia Complex, Pasay City, the design journey continues for Rachelle Dagñalan, Gabriel Lichauco, Lilianna Manahan and Joseph Rastrullo.
“DTI and CITEM are committed to incubate promising talents. We believe in creative capital of Philippine designers and are proud to be working with them for Manila FAME and other brand-building programs of the agency. With a potent promotions platform and mentorship program, we can bring Philippine design to the next level,” said CITEM Executive Director Rosvi Gaetos.
For the March edition, the Red Box talents are given a design challenge: Use the show window concept to capture unique design aesthetic and language. Blurring the boundaries between design and art, each show window will provide a glimpse of the designers’ minds and their collaboration with their partner manufacturers. Manila FAME Creative Director Budji Layug oversees this creative process.
A proud native of Albay, Rachelle Dagñalan takes us on a personal journey as she digs deep into her roots and uses her intimate knowledge of the province to work alongside local artisans, designers and manufacturers in partnership with the local government of Albay. Her setting will feature a fresh approach on the province’s abundant raw materials and traditional crafts.
Gabriel Lichauco takes inspiration from the controversial postmodernism movement by fusing patterns, colors and materials in his entire structure-object installation. Four different artisanal techniques are highlighted in a singular surface – lahar lamination, marquetry, carving and hand veneering – providing a didactic approach to his design.
Lilianna Manahan turns surreal by staging a safari-inspired setting infusing her capsule collection for the home. With a touch of whim, she explores the material language of the Philippines to express her craft. The setting will also showcase a special collaboration with fashion designer Lulu Tan-Gan.
The final Red Box talent is Joseph Rastrullo. Exploring material transparency and translucency, he focuses on the subject of his exploration through different ways of manipulating material such as glass and acrylic, playing and exploring on forms and textures.
Red Box is a design development program aimed at harnessing talent and creating the next generation of Philippine designers. It introduces and nurtures emerging talents from various disciplines of design, with potentials to become the new corps of young designers and artists.
While developing Philippine talents, Red Box also simultaneously assists the country’s small and medium enterprises (SMEs) in their product development.
Manila FAME is the second longest-running trade show in the Asia Pacific and the only trade event in the Philippines approved by the Union des Foires Internationales (UFI), the Global Association of the Exhibition Industry.
Through the years, the Philippines has made a name for itself with its myriad of traditional crafts and age-old disciplines that transform natural materials into unique handcrafted creations. At Manila FAME, deeply-rooted tradition is once again brought to the forefront through live demonstrations of traditional Philippine crafts at the Crafts Spots.
This edition puts the spotlight on bamboo and its use as a source material for handicrafts. With the current global shift towards sustainable materials, bamboo is gaining popularity because of its versatility, durability, and sustainability.
Bamboo Basket Weaving
Considered as a breakthrough in its pursuit to strengthen the Philippines’ positioning as Asia’s design trendsetter, Manila FAME partners with prominent international design brands Elle Decoration and DEDON to bring an exciting new concept of a branded Café dubbed as “Café Elle Deco + DEDON.”
DEDON is a worldwide outdoor furniture brand that constantly raises the bar for quality and design. A brainchild of former German football player Bobby Dekeyser, DEDON was the first furniture company to weave synthetic fiber into beautiful luxury outdoor products. Much like Manila FAME, DEDON has always been an embodiment of top quality and design excellence. Today, DEDON constantly reinvents their products and ships to more than 80 countries around the world.
Synonymous with the words quality, style and design, the Elle Decoration brand has always been a staple in the international design scene. Elle Decoration has been featuring world-class designers, design-forward interiors, and must-have furnishings for over two decades. Recently, the country’s leading magazine publisher Summit Media brought this international design brand to the Philippines.
This milestone of a partnership brings together a tripartite of design brands that fortifies Manila FAME’s mission to bring to the fore innovative and design-forward products that appeal to the international market. The Manila FAME + Elle Decoration + DEDON partnership expresses the country’s mission to showcase exceptional Filipino craftsmanship as well as highlight the country’s positioning as Design Philippines.
Curated by talented Philippine designer Jinggoy Buensuceso, Café Elle Deco + DEDON, together with concessionaire Coffee Bean and Tea Leaf, will co-host the opening ceremony of Manila FAME and the Katha Awards on 14 March 2013.
Organized by the Center for International Trade Expositions and Missions (CITEM), the export marketing arm of the Philippine Department of Trade and Industry (DTI), Manila FAME is all geared up to bring new and exciting show features in its upcoming edition.
See this groundbreaking partnership come to life! Visit Manila FAME on 14-17 March 2013 at the SMX Convention Center, Metro Manila, Philippines.